Instagram Highlights for an HOF Clinic: What to Build

The Instagram highlight is the only space on a profile where content doesn't disappear in 24 hours and also shows up before any post. For an orofacial harmonization (HOF) clinic, it works like a digital reception desk: people who arrive at the profile through a referral, a search or some piece of content look for quick answers before deciding to send a message.

This guide proposes a structure of highlights that educates and helps people book, without promising anything and without exposing patients. The full profile design is in Instagram for HOF; the bio, which goes with the highlights, is in Instagram bio for HOF.

What are a clinic's highlights for?

Highlights have three functions:

1. Cut down on repeated questions. Instead of answering fifty times where the clinic is, point to the highlight.
2. Build trust before the conversation. People who see the process, the space and the guidance arrive on WhatsApp better informed.
3. Guide the decision. From "who are you" to "how to book," the set leads the person through the journey. See sales funnel for the HOF clinic.

They are not for storing every old story, nor for advertising an individual procedure with a price. In healthcare, advertising follows the professional board's rules; see what you may advertise (CFO and CONAR) and advertising in HOF: how to read the rules. In Brazil, CFO is the federal dental council and CONAR is the advertising self-regulation body.

Which highlights should you create?

A lean structure, from the most general to the most practical:

If it makes sense, add a seventh for Press and events or Team, but remember: less is more.

How do you set the order?

The order mirrors the mental question of whoever visits the profile:

1. Who are you? (About)
2. What happens if I go? (How it works)
3. I have a question. (Questions)
4. What comes after? (Aftercare)
5. What's the place like? (Space)
6. How do I get there and how do I book? (Location and contact)

This sequence follows the patient journey: get to know, trust, decide and act.

What goes in each highlight?

About

A short introduction in three or four stories: who treats patients, what area they work in, what they value in care. Don't use phrases like "the best," "reference" or "leader," which can run afoul of advertising rules. Show facts: training, license and registration as your board requires.

How it works

Show the patient's path in steps: contact, assessment, plan, procedure and follow-up. You can use plain text and icons. If you use Harmy in the consultation, explain that the assessment includes, when the professional deems it appropriate, an illustrative visual projection.

Questions

Gather the questions that arrive most often by message: length of the consultation, payment methods, whether an assessment is needed before the procedure, parking. Avoid answering clinical questions ("does it hurt?", "how long does it last?") with promises; prefer "that depends on an assessment" and an invitation to a consultation.

Aftercare

Instead of listing everything, show that there is a document with pre- and post-procedure guidance, delivered by the professional. This reinforces care without prescribing on social media. See post-procedure guidance.

Space

Photos of the reception, the empty treatment room and the biosafety items in order. No patients, no documents and no screens showing data. For ideas, see behind the scenes at the clinic without exposing patients and professional photos for the HOF clinic.

Location and contact

Address, map, hours, phone and WhatsApp. Update whenever anything changes. If the clinic uses online booking, add the link. See online scheduling for an HOF clinic.

How do you make covers that match the brand?

Covers are small, and legibility matters more than creativity. Good practices:

• One simple icon per highlight, in the same style (thin line, for example).
• Brand colors, with enough contrast to read in the app's light and dark themes.
• No long text: the highlight's name already appears below.
• Consistency with the logo and identity. See visual identity for the HOF clinic.
• No images of a patient's face as a cover.

What should you avoid in highlights?

Also steer clear of:

• Outdated highlights, with an old address, old hours or an expired promotion.
• Too many highlights with confusing names.
• Copying other people's content without permission.
• Copyrighted music in commercial stories. See music in the HOF clinic and copyright.
• Clinical answers in question boxes saved as a highlight.

How do you maintain them without it being a chore?

Set aside a quarterly review. In fifteen minutes, check: address, hours, booking link, order of the highlights, stories that no longer make sense and new frequent questions that deserve a spot. Log the changes in the monthly editorial calendar, so the update doesn't depend on memory.

Track, without overdoing it, what changes afterward: whether messages come in more qualified, whether basic questions go down, and whether the patient's source points to the profile. Recording the patient's source helps you know whether the storefront is working.

What about the videos and images that go into highlights?

Format matters too. A few practical guidelines for the stories that become highlights:

• Short videos of 10 to 15 seconds, with written captions, because many people watch without sound.
• Large, legible text, with enough contrast and few words per screen.
• Photos of the space with good lighting, preferably taken at the same time of day, to keep things consistent.
• Voiceover or speech by the professional only if it is general, institutional content, with no diagnosis.
• Internal order of the stories: from the most important to the supplementary, with at most six to eight screens per highlight.

If the clinic uses Harmy, a "How it works" highlight can explain, in two screens, that the consultation includes the possibility of an illustrative visual projection, made from a front-facing photo, and that the decision about any procedure comes after the assessment. Never show a real patient's projection; use the fictional person and write "illustrative simulation."

A good set of highlights does the job of a reception desk that never sleeps: it welcomes, explains and guides, and leaves the professional free for what only they do.